Brand expression & campaigns

Anna Style

A sleep campaign that makes the product’s promise tangible.

Sector: Mattresses & sleep products
My role: Design & creative execution
Scope: Brand identity, Campaign art direction, Photo compositing, Arabic advertising, Motion storytelling

01 / Context

Make comfort visible in a static image.

A mattress is a functional product, but comfort is a feeling. The design challenge was to translate that feeling into imagery with a strong focal point and a recognisable brand character.

I developed a navy-and-gold visual direction around rest, reassurance and a touch of theatre. Each scene keeps the mattress or sleeping experience central, whether the message is hotel-like comfort, an effortless rest or a calmer morning.

02 / Approach

Build the scene around the sensation.

A figure landing on a bed, a glowing gateway to sleep and a sleeping figure beside an alarm each tell a different version of the same story. The scenes exaggerate a feeling while the repeated colours and Arabic headlines hold the campaign together.

Show what comfort feels like, then let the product explain why.

Decision 01

A consistent night-time atmosphere

Deep navy supplies the visual setting. Gold highlights and white text create hierarchy while keeping the campaign close to the identity.

Decision 02

The product remains the anchor

Surreal surroundings add character, but the mattress or resting figure stays central. That keeps the composition connected to the category.

Decision 03

A small set of repeatable cues

Logo placement, headline scale and the navy-and-gold contrast create continuity across different scenes and formats.

A glowing gateway turns a better night of sleep into a visual journey.

An everyday sleep moment gives the campaign a quieter expression.

03 / Project collection

The same promise across different scenes.

The collection spans product benefits, seasonal messages and a playful fairy-tale campaign. Individual campaign artwork leads into the fairy-tale series that closes the collection.